The value of marketers in an AI driven world.
Artificial intelligence (AI) is rapidly transforming the world of marketing. AI-powered tools and platforms are automating tasks, optimising campaigns, and enhancing productivity. However, AI is not a replacement for marketers. I would argue that marketers now play a more important role than ever given the strides AI is taking in the market.
While Meta, Google and other advertising platforms push advertisers towards AI driven campaigns like Performance Max and Advantage Plus, these do leave a lot of previously accessible data behind a sort of black box. The focus for marketers should be in understanding the output of these campaigns and the true value it has on a businesses bottom line. It’s not good enough to throw hands in the air and claim that AI is a steering strategy to achieve an outcome.
While a lot of in-depth reporting on things like P-Max is not accessible directly from platform (by design) these insights can be pulled through the use of scripts.
Some of the key ways that marketers can add value in an AI-driven world:
Set the strategic direction. AI is a powerful tool, but it is only as good as the data it is trained on and the instructions it is given. Marketers are responsible for developing and executing marketing strategies that are aligned with the company’s overall business goals. They also need to ensure that AI is used in a way that is ethical and responsible.
Provide human insights. AI is good at crunching data and identifying patterns, but it lacks the ability to understand human emotions and motivations. Marketers can use their human insights to develop marketing campaigns that are more likely to resonate with consumers.
Create engaging content. AI can be used to generate content, but it is important to remember that AI-generated content is often not as engaging as human-created content. Marketers can use their creativity and storytelling skills to create content that is informative, inspiring, and entertaining for consumers.
Build relationships with customers. AI can be used to automate customer interactions, but it cannot replace the human connection. Marketers can build relationships with customers by providing personalized service, responding to feedback, and creating a sense of community around the brand.
Measure and optimize campaigns. AI can be used to measure and optimize marketing campaigns more effectively than ever before. Marketers can use AI insights to identify what is working and what is not, and make adjustments accordingly.
Overall, AI is a powerful tool that can help marketers to do their jobs more effectively. However, it is important to remember that AI is not a replacement for marketers.
Marketers still play a vital role in setting the strategic direction, providing human insights, creating engaging content, building relationships with customers, and measuring and optimising campaigns.